May 26, 2022
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John Lewis links with Thelittleloop kidswear rental platform

May 26, 2022

John Lewis is dipping its toe into the kidswear rental market via a trial link-up with Thelittleloop.com. It means Thelittleloop users will be able to add John Lewis items to their subscription plans. 

John Lewis/Thelittleloop

The subscription fees start from £18 a month on the platform with users currently able to access a variety of brands, including Frugi, Kite and Hunter and Boo. For £18, a subscriber can get around six or seven items.

At the end of their usable lifecycle, all of the clothes are recycled in the UK. 

The move is part of John Lewis’s wider sustainability drive following its earlier commitment to reduce the greenhouse-gas footprint of its textile supply chains by 50% by 2030.

But in the current cost-of-living crisis, it could also prove to be a popular option for its money-saving features as parents look to control household costs.

John Lewis’s fashion category head Glynis Williams has also said that the company could launch into womenswear rental in the future as it continues to look at ways of being more green.

The items available under the pilot scheme include 51 staple products from the John Lewis label’s SS22 collection. And again, with sustainability to the fore, they’ve been curated to ensure that items made from recycled polyester or BCI cotton are in the mix.

Thelittleloop founder Charlotte Morley said that partnering with John Lewis is a significant moment for the firm “as it takes us a huge step closer to our mission to embed true circularity into the DNA of all ethical businesses within the childrenswear space”.

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